orange county register cars

8/14/2019 Orange County Register Cars

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Orange County Register

CarsRecap 2009


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Background 2009

Objectives Promote our brand in the marketplace asthe place to go in OC. Complement research with unique local content. Leverage newspaper specials Drive big traffic from our site (32 MM) through

better labeling, promotion. Promote reasons to buy car right now Lower cost per lead.


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2009 Marketing Tactics Internal Email blasts Every two months, emailing out blast to Register Offers and Promotions

list (approx. 60K) inviting people to visit and search for a new car.

External Email blast Engaged in list rental through one of our partners to drive more traffic tothe auto site.

Grocery store advertising :30 spots in grocery store/drug stores to promote the auto site

Newsletter advertising Utilizing open space in the entertainment and auto newsletters

Search engine marketing (SEM) Purchase keywords on Google and Yahoo to drive traffic tothe website.

Metro Traffic sponsorship We offer a message directing traffic to our automotive website

Video ads (Jiffy Lube, Tullys Coffee, etc) Video ad branding OCRegister.com/cars asmost cars in OC

Promotional ads (Tax increase, registration increase) In print house ads to promotepurchasing a car before government price increases

Consumer brochure 1000 copies of consumer brochure, explaining offerings


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2009 Marketing

Campaigns2009 PROMOTIONAL CAMPAIGNS Long Beach Grand Prix (1 month

campaign) Auto Show Promotion (1-1/2 month

campaign)


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2009 EventsB-to-C Events Long Beach Grand Prix (April) Cruisin for a Cure (Sept) OC Auto Show (Oct)

B-to-B Events OCADA Annual Luncheon Event (January) OCADA Golf Event (June) OC Auto Show (October)


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B-to-B


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B-to-C


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Billboard on 91 Billboard on 55 Bus stops around Orange County Sign on Building Email blast (internal and external) Grocery store ads Metro traffic sponsorships Video ads Rack card Front page note Front page coupon OC Saver ad Print ads Comic banner

Free Gas for a Year

(December 2008)


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Traffic Results Cost of program

Approx. $40,000(with prize)

Results 6,169 entries 1,572 optins Register

Offers & Promotions 406 optins Get Out

There 372 optins OC

Wheels 71 optins AdMail

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November December

2008 - Page View

2008 - Visits

2008 Page views from November and December


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Gabriels Lead Data

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Leads Dealer Website Calls

November

December

2008 November and December LeadData


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2009 Product Dev

Objectives Improve programs/products

Bring in more leads

Trial of new programs

Affiliates


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2009 Improve

Products/Programs Gabriels Monthly call to look at widgets or ways to improve program Video

DMi PushTube product Discontinued due to cost

Email Tega program

Program improvements made Q4 due to declining response rates

Online Liner ads online

Make site simple and create obvious paths for the user Mobile/text Dealer mobile websites Text integrated into dealer ads


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2009 More leads Detroit Auto Exchange program Change approach to events

Consumer brochure Samples of the site

Sign up for Newsletter Online

Integrate Gabriels links and intoMatts car blog

Email Blasts pushing users to inventory site

with messaging on car tax,registration, etc (Reasons to buy acar now)


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Auto surveySent out to rented email list tocapture leads

RESULTS

575 responsesCurrently shopping for a car

309 responsesOptin to receive info from OCR cars

203 responsesOptin to receive insurance info from OCR

cars

386 responsesOptin for OC Wheels newsletter


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2009 Trials Contact at Once

Instant chat system Program cancelled as

dealers were not utilizing

Virtual Auto Show Highlights to make and

models from the show in adynamic format with videoor animated slide shows

Labor intensive to build,only received support from6-8 dealers, good program,need to revise for 2010


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Results from Virtual Auto

Show Brought in $5,699 in incremental revenue from OC AutoShow Special auto show content delivered 4,000 extra page views

for 2 week period (4% increase in traffic) Additional way to drive traffic to OCR online inventory Opportunity to continue to sell LA Auto Show, etc SEO:

Google: OC Auto Show Register ranks 3 rd

Yahoo: OC Auto Show Register ranks 2 nd

Yahoo: Orange County Auto Show Register ranks 8 th


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Affiliates Insurance

$15 per lead

Amazon % based on purchases

CarFax % based on purchases


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On the horizon New products/upgrades

Recall database Upgrade to dealer newspaper specials Integration of Kelley Blue Book data to dealer mobile sites

Car finance from Bankrate (waiting on FI) Gabriels update to dealer profile pages Gabriels integration of dealer newspaper specials Gabriels integration of Kelley Blue Book data Transition of Gabriels search results pages to new site template

Addition of new ad position (125x125) near manufacturerresearch Upgrade to Gabriels alerts

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